This commitment to craftsmanship led AWP to collate a typographic selection for the identity that was greatly inspired by "dusty library shelves and laboratory notecards". It's a font family that evokes the founders' desire to transport people, but one that also denotes the intentionality of the brand's scents and methods.
The packaging is where AWP helps the brand's identity tap into all of the senses, with soft textured card stock, embossed details, photographic cut outs and mirrored materials that reflect the products' surroundings onto every package.
For a nostalgic look and feel, the studio's art direction turned to home video-style footage and soft focus, grainy film photography to create a sense of longing and warmth. "We aimed to evoke sentimentality and a yearning for the past through imagery that would reflect vintage aesthetics."
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